The Ben Sherman Group is preparing to put its Nickelson young fashion brand on the market as part of ongoing plans to reposition the brand upwards in the UK.
Industry insiders told Drapers that Nickelson, which was bought by Ben Sherman in 2006 from Rodeo International, did not fit in with the business’s more premium plans.
Nickelson, which targets a younger age group than Ben Sherman’s target 40-year-old customer, offers products including graphic-print T-shirts, hoodies and polos.
The positioning of the Ben Sherman brand has been overhauled in recent years, with womenswear axed, UK stockists reduced and its offer split into tiered sub-brands as it moves towards a more premium positioning. It is also overhauling its standalone stores in line with its overseas offer, which is seen as more premium, and is thought to be about to sign a deal to be stocked in US department store Saks.
By September, Ben Sherman plans to open a store on Portobello Road in Notting Hill and take on the site currently occupied by All Saints on Camden Walk, Islington. It will also refit its New York SoHo store and its Carnaby Street store in London. A new look will be created for its standalone stores and concessions, inspired by the brand’s heritage.
Ben Sherman declined to comment.